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Mobile-Push Technology in Public Transit

EEI Final Project

Outline

Introduction

Case Definition

Mobile Push

Functions of APP (Value Proposition)

Process Example

Prototype

Two-way Interaction

Back-end Database

API & BaaS

Back-end system

Business Model

Introduction

What would you usually do when taking the bus or MRT?

Value Proposition?

Case Definition

Mobile-Push + Public transit

Mobile-Push

Various pushingfunctions

A variety ofpushing

information

Compatiblewith

different systems

User-friendly

• Website• Map• Video• Picture• Text• Audio• Calendar• Social

network

• Advertisement• Preferential

information• Enterprise

activities• Meeting

notification• News• New Arrivals

• Android• iOS• Windows

• Stored in cloud

Functions of APP (Value Proposition)

Free Wi-Fi

ShoppingCoupon

Login withFB or Email

PreferentialInformation

LatestMovie

MessageBox

RidingDiscount

Location-Based

Service

e-Purse

Process Example

EnterMRT

Station

ConnectwithWi-Fi

Log inwith

FB or email

Read Advertisements

Get Coupons

Put in Message

Box

Get a DiscountQR Code

Scan the QR code

Prototype

Wi-FiConnection

Mobile Push Riding Mobile Push Riding

Wi-Fi connected!

Login with FB

Login with Email

Mobile Push Riding

Movie Star wars 10% off

Happy Cafefree coockie

Shopping mallcoupons

Mobile Push Riding

Riding Discount!

Two-way Interaction

User

Account

Age

Gender

Preference

Back-end system

Data mining

Pattern recognition

Normalization

Analysis

Push

Data

Back-end Database

API & BaaS(1/2)

API(Application Programming Interface ) A tool in mobile development

The center of the architecture and center of the backend

Allows app developers to quickly reach subscribers on many different devices

Allows the website and apps on various platforms to be built on top of the same basic conditions

Key to helping companies deliver their mobile products in time and budget

You can build, deploy and manage the whole mobile lifecycle using an API Backend as a Service (BaaS)

API & BaaS(2/2)

Backend as a Service(BaaS) A.k.a. Mobile Backend as a Service, BaaS or MBaaS

An abstraction layer on top of traditional database and its queries

A way for developers to link to back-end cloud-based storage, most often for push notifications, data storage, file storage, messaging queues, monitoring and configuration, and social integration.

An alternative to traditional development, bringing more services to your customers in a quick mobile format

Data is stored in a database on cloud and developer access it using API calls

Useful especially to mobile app developers

Back-end system(1/2)

Back-end system(2/2)

Member Information

Hit Rate

Page View

Server Log File

Data Sources:

Collecting and sifting

Normalization

Data MiningTools

Members’ Preference

and Behavior

Producing

IntegrationApplication

APP Server

Advertisers

Online-shopManagers

Facebook’s Back-end

For:

Business ModelKey Partners• Telecom.• APP store• Shopping malls• Department

stores• Theaters• Restaurants• Schools• Bus companies• Metro Taipei• Taxi company• Online stores

Key Activities• Platform

design• Updating and

maintenance• Advertiser

Management• Data mining• Data analysis

Value Proposition• Good utilization

of time• Free Wi-Fi• Transport discount• Shopping coupons• Preferential

information• Time utilization• E-Purse• Message box

Customer RelationshipsTwo-way Interaction• Mobile push• Data return

CustomerSegmentsPassengers • Bus• MRT• Taxi

Key Resources• APP• Social Network • Hardware • API• Financial

Resource

Channels• APP store• Metro Taipei• Bus companies• Shopping malls• …

Cost Structure• R&D cost• Slotting fee• Contract fee with transportation companies • Hardware facility cost• Maintenance cost

Revenue Streams• Advertising revenues• Commission on hitting rate

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